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Regarding the identity elements above, esteemed type foundry Hoefler & Frere-Jones note that today marks "an All-H&FJ election": "Continuing the signature voice of its 2008 campaign, Obama for America kept Gotham as its typographic keystone, this year adding our Sentinel typeface as a companion slab serif. The GOP chose fonts from H&FJ as well, the Romney campaign settling on Mercury for its serif and Whitney for its sans." And while we can't complain about either party's excellent typographic choices, Hoefler asserts that design makes a difference, citing a study by researchers at the University of Illinois at Urbana-Champaign:Bad typography may be useful in softening the stance of the politically extreme. The theory is that awkward or uncomfortable typography disrupts a reader's "confirmation bias," one's tendency to only see things that are agreeable. What amateur typography might do for a candidate's credibility is anyone's guess, and whether the study's choice of Times Bold really counts as an acceptable control for "good typography" remains an open question. But I look forward to the 2016 election, in which the honorable grunge candidate will face off against his esteemed colleague using Comic Sans.

We're not endorsing anyone (except, perhaps, LED designers Monkeylectric and Mission Bicycles) with the video... it's just that we weren't able to find anything comparable for the other candidate...

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